During the Sorrento Industry Days, organized by ANEC and ANICA, a study was presented on the influence of TikTok on cinema attendance. This study, led by Alice Porrati, shows that TikTok plays a crucial role in film marketing. Distributors are adapting their campaigns to TikTok's codes, leveraging trends and content creators to attract new audiences to cinemas. TikTok is not only a promotional platform but also ensures longer-term engagement with films. The results show a strong correlation between TikTok activity and box office revenue, with every euro invested in paid media generating an average of €5.20 in box office revenue.

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